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1、Holiday Shopping November 2023MethodologySurvey MethodOnline SurveyRegional Coverage NationalField TimingOctober 02 12,2023Screening CriteriaSelf-identifying as Asian,African American,Hispanic or N.H.White 18+years TOTAL SAMPLE 1,500500Hispanics250African American250Asians500N.H.Whites2Key FindingsK

2、ey FindingsOverall,2 out of 5 consumers say they start their shopping before Black Friday and spread the purchases out over the holiday season.Just under 20%say they are not planning on buying any gifts this season.About one-quarter of holiday shoppers are planning on spending more on Christmas gift

3、s this year than last year.The same percentage plan to spend less this year.Holiday shoppers plan to spend an average of$433 this year on gifts.This is significantly less than the amount reported in 2018($506).Consumers are most likely to get ideas for their holiday shopping from family and friends,

4、followed by in-store display promotions.More than half of consumers plan to do their holiday shopping via online retailers like Amazon,eBay and Temu.Holiday shoppers are most likely to make online purchases via their smartphone.Clothing,gift cards and toys/games top the list of gifts that shoppers w

5、ill buy this holiday season.Over 40%of Hispanics celebrate Three Kings Day.This is most common among foreign-born and Spanish-dominant Hispanics.3Detailed FindingsDetailed Findings5Another 3-in-10 shop before Black Friday.Just under 20%are not planning to shop for the holidays.3 out of 10 consumers

6、start their shopping on Black Friday/Cyber Monday,with Asians being the most likely to do so.Letter indicate significant difference at 95%confidence level.When will/did you start shopping for holiday presents?Base:(1,500)8%13%10%27%3%1%14%5%1%1%17%8%E E12%13%EFEF27%3%15%3%17%10%E E14%12%23%2%16%4%1%

7、1%17%3%9%7%41%CDFCDF4%1%11%5%20%10%E E17%8%26%4%2%14%5%1%1%13%SeptemberOctoberNovember,beforeThanksgivingBlack Friday/Cyber MondaydealsEnd of NovemberFirst week ofDecember1-2 weeks beforethe holidaysShop at the lastminuteThe day afterChristmasNot sure yetNot planning onshopping this yearTotal Market

8、HispanicsAfrican-AmericansAsiansWhites(n=500)(n=250)(n=250)(n=500)HispanicsAfrican-AmericansAsiansN.H.Whites(C)(D)(E)(F)Women and Asians are the most likely to spend less on gifts this holiday season.Gen X and Millennials are more likely than their older cohorts to spend more this year.Overall,about

9、 one-quarter of holiday shoppers are planning on spending more on Christmas gifts this year.This is the same percentage as those who plan to cut back on spending this year.Do you plan on spending the same,more or less this year for Christmas gifts compared to last year?611%8%10%12%13%13%8%7%7%11%15%

10、H26%15%28%A26%23%29%20%18%19%24%26%37%41%40%36%37%43%42%38%36%45%H47%26%36%B22%26%E27%E15%30%E37%IJ38%IJ20%12%TotalMaleFemaleHispanicsAfrican-AmericansAsiansN.H.WhitesGen Z18-25Millennials26-41Gen X42-57Boomers58-64MoreSameLessNot sure yet(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)Base:Holiday shoppers(1,245)(n=

11、610)(n=611)(n=414)(n=205)(n=196)(n=430)(n=169)(n=573)(n=372)(n=131)18%in 201852%in 201848%in 2018Letter indicate significant difference at 95%confidence level.48%in 20187Those who expect to spend less on holiday gifts this year say its because they have less disposable income.Letter indicate signifi

12、cant difference at 95%confidence level.11%26%37%26%Not sure yetLessSameMore*Caution:Small base size Do you plan on spending the same,more or less this year for Christmas gifts compared to last year?Base:Holiday ShoppersWhy do you plan on spending LESS for Christmas gifts compared to last year?TOTAL

13、MARKETHispanicsAfricanAmericansAsiansN.H.Whites(C)(D)(E)(F)Have less disposable income68%67%52%60%72%DI gave a lot last year and want to save this year13%13%20%13%13%There arent any good sales and discounts this year11%12%13%20%7%I did not receive the promotions/bonuses I expected5%2%7%6%3%Base:Holi

14、day Shoppers planning on spending LESS(320)(n=123)(n=50*)(n=57*)(n=90)Why do you plan on spending MOREfor Christmas gifts compared to last year?TOTAL MARKETHispanicsAfricanAmericansAsiansN.H.Whites(C)(D)(E)(F)Received promotions/bonuses that allow me to spend more31%22%25%30%38%CHave more disposable

15、 income25%27%23%22%24%I missed out on celebrations last year and want to make this year extra special22%24%32%26%19%I anticipate better sales and discounts this year21%25%18%21%17%Base:Holiday Shoppers planning on spending MORE(319)(n=94)(n=55*)(n=40*)(n=130)Jewelry and Shoes are popular gifts among

16、 Hispanics,African Americans,Gen Zers and Millennials.Clothing,gift cards and toys/games top the list of gifts that consumers will buy this holiday season.8What type of gifts do you intend to purchase this holiday season?Base:Holiday Shoppers(n=1,245)54%Clothing48%Gift Cards42%Toys&games33%Electroni

17、cs&gadgets28%Jewelry27%Shoes23%Books&media20%Cosmetics20%Bags&purses20%Handmade orpersonalized gifts18%Home dcor and appliances13%Watches13%Sports/Exercise equipment10%Work Tools8%A voice-controlled product like Google Home or Amazon Alexa4%Other giftsHigher among females,Millennials and Gen XHigher

18、 among Millennials,Gen X and BoomersHigher among Hispanics,African Americans,Gen Z,Millennials and Gen XHigher among Hispanics,African Americans and Gen ZHigher among Hispanics,African Americans,Millennials and Gen ZHigher among N.H.WhitesLetter indicate significant difference at 95%confidence level

19、.Hispanics are the most likely to get ideas from in-store displays.Non-Hispanic Whites are the most likely to get their ideas through vloggers/bloggers/influencers.Consumers are most likely to get ideas for their holiday shopping from family and friends,followed by in-store display promotions.Where

20、do you typically get ideas for your holiday shopping?9TOTALHispanics(C)AfricanAmericans(D)Asians(E)N.H.Whites(F)Family or friends suggestionsIn-store display promotionsPrevious holiday experiencesThrough social media apps(Instagram,Pinterest,etc.)Online retailers recommendationsGift guide from magaz

21、ine/websitesRecommendations from vloggers/bloggers/influencersBase:Holiday shoppers(n=1,245)(n=414)(n=205)(n=196)(n=430)51%39%35%35%29%22%17%46%45%F37%36%23%22%14%49%38%34%34%36%C21%18%46%41%42%44%29%23%17%61%CDE36%39%39%33%C26%21%CLetter indicate significant difference at 95%confidence level.TOTALH

22、ispanicsAfricanAmericansAsiansN.H.Whites Gen Z18-25Millennials26-41Gen X42-57Boomers58-64(C)(D)(E)(F)(G)(H)(I)(J)Retail stores/In person(Walmart,Target,Costco,JC Penny,Nordstrom,Sephora,etc.)73%F71%73%65%60%71%GJ68%57%Online retailers(Amazon,eBay,Temu,etc.)54%56%71%CDF58%51%58%61%58%Discount stores2

23、6%24%21%26%28%29%J25%18%Mobile app22%E18%12%20%17%J32%GIJ13%J3%Online marketplace(e.g.Etsy,ArtFire)20%18%23%21%18%28%GIJ18%13%Specialty stores(boutique stores,arts and crafts shops,etc.)16%13%18%27%CD24%J30%IJ16%12%Small local businesses15%15%17%23%C24%20%16%21%I plan on shopping equally across vari

24、ous options7%6%6%6%6%5%8%10%Base:Holiday Shoppers(1,245)(n=414)(n=205)(n=196)(n=430)(n=169)(n=573)(n=372)(n=131)Average#of places theyll do their holiday shopping2.52.62.52.82.73.42.82.42.7Asians are most likely to do their holiday shopping through online retailers such as Amazon,eBay,etc.Hispanics

25、are more inclined on using mobile apps to do their shopping for the holidays.Over half of respondents plan to do their holiday shopping via online retailers,with Asians being the most likely to.Where do you plan to do the majority of your holiday shopping?1067%56%26%20%20%18%17%7%Letter indicate sig

26、nificant difference at 95%confidence level.11What would be your preferred method of payment for this holiday shopping season?Hispanics and Asians are the most likely to pay with credit/debit cards,as well as Gen X and Boomers.Gen Z is the most likely to use cash.Almost two-thirds of holiday shoppers

27、 plan on using a credit or debit card to pay for their holiday purchases this year.1%1%1%1%1%1%1%1%2%2%1%2%1%2%1%1%2%4%5%6%4%4%5%8%IJ7%IJ3%1%11%7%18%CEF7%10%9%16%IJ7%6%17%16%E16%E7%17%E24%J16%15%10%64%69%D59%80%CDF65%57%59%72%GH77%GHTotalHispanicsAfrican-AmericansAsiansN.H.WhitesGen Z18-25Millennial

28、s26-41Gen X42-57Boomers58-64Credit/Debit CardCashPayPal or other online payments platformMobile payments(Apple/Google Pay,etc.)Gift CardsLoyalty cards(C)(D)(E)(F)(G)(H)(I)(J)Base:Holiday shoppers(1,245)(n=414)(n=205)(n=196)(n=430)(n=169)(n=573)(n=372)(n=131)23%in 201862%in 20189%in 2018Letter indica

29、te significant difference at 95%confidence level.12Do you plan on using an interest-free installment loan like Pay in 4,AfterPay,Klarna,etc.?Base:Yes responses from Holiday ShoppersAfrican Americans and Millennials are the most likely to use this type of payment when doing their holiday shopping.Ove

30、rall,about 3-out-of-10 holiday shoppers indicated that they plan to use an interest free installment loan.29%29%35%E24%32%34%IJ49%GIJ21%J5%TotalHispanicsAfrican-AmericansAsiansN.H.WhitesGen Z18-25Millennials26-41Gen X42-57Boomers58-64(C)(D)(E)(F)(G)(H)(I)(J)Base:Holiday shoppers(1,245)(n=414)(n=205)

31、(n=196)(n=430)(n=169)(n=573)(n=372)(n=131)13Males are planning on spending significantly more than women.Asians and Gen Zers will spend the least amount.Consumers plan on spending an average of$433 on gifts this year which is significantly less than the amount reported five years ago.Letter indicate

32、 significant difference at 95%confidence level.Amount approximately planning on to spend on giftsAVERAGE$432.9$544.2 B$449.9$448.0 E$478.1 E$385.9$512.8 CE$357.6$525.5 G$508.0 G$573.6 GTotalMaleFemaleHispanicsAfrican-AmericansAsiansN.H.WhitesGen Z18-25Millennials26-41Gen X42-57Boomers58-64(A)(B)(C)(

33、D)(E)(F)(G)(H)(I)(J)Base:Holiday Shoppers(1,245)(n=610)(n=611)(n=414)(n=205)(n=196)(n=430)(n=169)(n=573)(n=372)(n=131)$506 in 2018TOTAL75%37%26%24%Hispanics(C)83%EF31%23%22%African-Americans(D)76%39%31%E18%Asians(E)71%51%C17%30%DN.H.Whites(F)69%44%C26%E28%DGen Z18-25(G)79%IJ35%19%21%Millennials26-41

34、(H)86%IJ47%GI34%GIJ30%GGen X42-57(I)65%J38%25%23%Boomers64+(J)37%39%21%35%G14Hispanics and Millennials are the most likely to shop via their smartphone.Across generations,Millennials are the most likely to use any device for their online purchases.Three-quarters of holiday shoppers plan on doing the

35、ir online purchases through their smartphone.SmartphoneLaptop/NotebookTabletDesktopComputer(1,245)(n=414)(n=205)(n=196)(n=430)(n=169)(n=573)(n=372)(n=131)What type of device do you usually use when making online purchases?Base:Holiday Shoppers55%in 201848%in 2018Letter indicate significant differenc

36、e at 95%confidence level.28%in 201843%in 201815Males,African Americans,Non-Hispanic Whites and Millennials expressed the most concern about shipping delays.Half of consumers indicated they are“very”or“somewhat”concerned about shipping delays during the holiday season.Letter indicate significant diff

37、erence at 95%confidence level.How concerned are you about the potential shipping delays during the holiday season?17%12%18%A22%EF19%10%13%14%12%17%18%33%33%34%35%D23%39%D35%D37%H23%38%H51%H35%32%33%32%40%42%32%37%34%32%27%15%23%B15%11%18%E9%20%CE12%J31%GIJ13%J4%TotalMaleFemaleHispanicsAfrican-Americ

38、ansAsiansN.H.WhitesGen Z18-25Millennials26-41Gen X42-57Boomers58-64Very ConcernedSomewhat concernedNot very concernedNot concerned at all(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)Base:Holiday shoppers(1,245)(n=610)(n=611)(n=414)(n=205)(n=196)(n=430)(n=169)(n=573)(n=372)(n=131)TOP TWO BOX50%55%48%43%58%51%52%49%

39、65%45%31%Males are more likely to have used this option when doing purchases than women.Younger generations are more likely to use this type of options than Gen Xers and Boomers.There is no significant different across ethnicity/race.Two-thirds of consumers indicated they have used either curbside p

40、ick-up or buy online,pick-up in-store during the holiday season.65%71%B61%66%69%72%64%74%IJ78%IJ56%J37%TotalMaleFemaleHispanicsAfrican-AmericansAsiansN.H.WhitesGen Z18-25Millennials26-41Gen X42-57Boomers58-64(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)Base:Holiday Shoppers(1,245)(n=610)(n=611)(n=414)(n=205)(n=196

41、)(n=430)(n=169)(n=573)(n=372)(n=131)16Have you ever used curbside pickup or buy online,pick up in-store(BOPIS)options during your holiday shopping?Base:Yes,NET responses(Yes frequently+occasionally)Letter indicate significant difference at 95%confidence level.Likelihood to celebrate Three Kings Day

42、is highest among Spanish-dominant and foreign-born Hispanics.Overall,almost half of Hispanic consumers celebrate the Three Kings Day.17Letter indicate significant difference at 95%confidence level.(N)(O)(P)(T)(U)Do you celebrate the Three Kings Day?Base:HispanicsTOTAL HISPANICS(n=500)Spanish Dominan

43、t(n=174)Bilingual(n=164)English Dominant(n=162)U.S.Born(n=296)Foreign born(n=204)63%T35%23%53%P65%P44%AppendixAppendixParticipant ProfileTOTAL MARKETMaleFemaleHispanicsAfrican-AmericansAsiansN.H.Whites Gen Z18-25Millennials26-41Gen X42-57Boomers58-64(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)GENDERFemale49%100%-

44、50%47%47%49%60%HJ41%53%H47%Male49%-100%49%52%52%50%37%58%GI47%52%HOther(Net)2%-1%1%-1%1%-AGE18 to 2513%13%21%A21%18%15%15%100%-26 to 4143%44%B32%41%36%38%36%-100%-42 to 5731%28%32%29%31%37%31%-100%-58 to 6413%15%15%8%14%C10%17%CE-100%Median age3938403638414122345161ETHNICITYHispanic/Latino33%17%19%1

45、00%-28%HIJ19%IJ14%12%Black,African-American17%14%15%-100%-22%HIJ11%14%12%Asian17%6%6%-100%-8%H4%7%H6%White(Non-Hispanic)33%64%61%-100%42%66%G64%G71%GREGIONSNortheast18%17%17%14%16%21%18%16%17%16%22%Midwest17%22%20%10%18%C12%25%CDE17%22%21%22%South38%36%41%38%E57%CEF24%36%E38%37%40%38%West27%25%22%38

46、%DF9%43%DF21%D29%24%23%18%Base:(1,500)(n=729)(n=741)(n=500)(n=250)(n=250)(n=500)(n=192)(n=646)(n=468)(n=194)Letter indicate significant difference at 95%confidence level.19Participant ProfileLetter indicate significant difference at 95%confidence level.TOTAL MARKETMaleFemaleHispanicsAfrican-American

47、sAsiansN.H.Whites Gen Z18-25Millennials26-41Gen X42-57Boomers58-64(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)MARITAL STATUSSingle(Net)36%32%29%37%F48%CEF32%25%61%HIJ27%22%22%Married or living with partner(Net)53%60%59%55%38%61%64%38%70%62%51%Separated/divorced/widowed(Net)11%8%12%9%14%7%11%1%3%16%27%EDUCATIONHig

48、h School Grad or Less(Net)31%26%27%34%EF38%EF15%23%E50%HIJ22%22%22%Some College(Net)35%29%35%A40%E38%E27%33%33%24%40%H38%HCollege Grad or More(Net)33%45%B37%25%23%58%CDF44%CD18%54%GIJ38%G39%GEMPLOYMENT STATUSEmployed(Net)64%76%B60%65%67%71%67%58%81%GIJ67%J46%HOUSEHOLD INCOMEMedian$44.5K$72.5K$57.5K$

49、57.5K$42.5K$90K$72.5K$42.5K$90K$57.5K$57.5KPEOPLE IN HOUSEHOLDAverage 3.03.13.13.52.73.23.03.53.42.92.2Children at home.1 or more(Net)41%45%43%48%35%37%44%36%66%37%9%Born outside the U.S24%12%15%33%DF10%F67%CDF4%18%J13%14%9%Base:(1,500)(n=729)(n=741)(n=500)(n=250)(n=250)(n=500)(n=192)(n=646)(n=468)(n=194)20